6:00am PT by Graeme McMillan
'Justice League' Stars Help Introduce Big International Licensing Push
With the arrival of Earth's protectors in multiplexes across the globe still months away, the world will still be able to rely upon the Justice League in the meantime, thanks to a full-scale licensing and merchandising program for the movie, courtesy of DC Entertainment and Warner Bros. Consumer Products.
WBCP is partnering with manufacturers including Mattel, The Lego Group, Rubie’s Costumes, Funko, Jakks Pacific, Hot Toys, Kotobukiya, Bioworld, Under Armour and Converse, as well as a retailer lineup that includes Walmart, Target, Toys ‘R’ Us, Amazon, GAP, Hot Topic and Party City for a rollout of Justice League merchandise and products that spans toys, collectibles, apparel, home decor and accessories.
In addition to the Ultimate Justice League Batmobile that debuted at San Diego Comic-Con last month, Mattel will release action figures of the main characters from the movie as part of its popular DC Multiverse line, while Lego will debut a number of construction sets allowing fans the chance to rebuild their favorite movie moments and Funko will release vinyl versions of the heroes. (In the video above, Justice League stars Ezra Miller and Ray Fisher get to meet their action figure alter egos.)
Those who want to share their allegiance to the League on their bodies will find all manner of clothing available to help them do so, with a collection inspired by the movie available from GAP alongside athletic wear from Under Armour, Converse footwear and New Era headwear; in other verticals, Hallmark, American Greetings, Trends International and The Northwest Company are just some of the companies partnering with WBCP for JL greetings, ornaments, home textiles, pillows, party goods and posters.
In addition to the ongoing Justice League comic book source material, WBCP has also partnered with Titan Books, Insight Editions, Centum and Panini for a range of published material, including a behind-the-scenes "Making Of" book tied into the movie.
WBCP's partnerships for the movie are international, with a number of key retailers in different markets offering exclusive material. (The highlight of which may be the Bimbo Bakeries partnership in the Latin American market, for Justice League bread, pastry and confectionary.) In China, China CITIC Bank will release Justice League-themed credit cards, while Europe will see life-size sculptures of the team, courtesy of Muller and Muckle.
In a statement, WBCP president Pam Lifford said, "The most celebrated DC Super Heroes are uniting on the big screen for the first time ever in what is a truly epic entertainment experience. We are eager to expand the fan experience by fully immersing them in all things Justice League. With a multi-faceted program featuring the highest-quality product, WBCP is delivering fans what they want to help get in on the action as they Join the League."
Those last three words should sound familiar; launched earlier this year, the Join The League website continues to act as the hub of Warner Bros' promotion for the Justice League movie, with updated exclusive content, games and activities as the movie heads towards release, including all-new Augmented Reality experiences this fall.
More information on the product rollout for WBCP's Justice League program will be available at that site later today.
Justice League will open in theaters Nov. 17.